luxury hotels and recession: a view from around the world

Luxury Hotels and Recession: A View From Around the World

By Jonathan Barsky, Ph.D. Co-founder, VP Research, Market Metrix

A Market Metrix White Paper


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Introduction

The escalating recession is causing serious problems for many hotels and for luxury hotels in particular. This paper examines the changes occurring to the global luxury hotel market from both the guest and manager perspectives.

Methodology

Market Metrix and The Leading Hotels of the World recently completed a study of the luxury hotel market, including guests and hotel managers from around the world.

Conclusions:

1 Many luxury travelers intend to travel

through the recession Page 3

2 All geographies are not created equal Page 4

3 Use of the internet is growing fastest

among luxury hotel guests Page 5

4 The luxury guest is changing Page 7

5 Hotels are protecting the guest experience

and ADR Page 9

Summary

Analysis and implications of the study Page 12


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Luxury Hotels and Recession

A V I E W F R O M A R O U N D T H E W O R L D

INTRODUCTION

The escalating recession is causing serious problems for many hotels and for luxury hotels in

particular. However, many properties remain optimistic. Hotels in certain global markets,

especially those catering to leisure travelers, are less affected. And the popularity and

growth of the luxury hotel segment in recent years suggests that a strong rebound may not be

farfetched.

Market Metrix and The Leading Hotels of the World recently completed a study of the luxury

hotel market, including guests and hotel managers from around the world. This article

provides highlights from this study and other recent research.

Many luxury travelers intend to travel

through the recession | Conclusion 1

While leisure travel is down globally, interest rate cuts,

and lower inflation are starting to take effect and are

likely to create more discretionary income. The appeal

of travel has not subsided and leisure travelers,

especially high-end travelers, appear to be adjusting to

the recession.

More than half of respondents worldwide (56%) indicate

that the global economic situation has had no impact on

their intent to travel in 2009. Travel plans are either

unchanged or will increase in 2009 for this group. In

fact, for a small percentage (15%), the current state of

the economy may be an incentive to travel more and

take advantage of lower rates.

But the business traveler is more affected. More

business travelers report adjusting their plans compared

to leisure travelers. 44% of business travelers say they’ll

travel less in 2009 compared to only 30% of leisure

Where the data came from: The Leading Hotels of the World Guest Survey, April 2009

• 2031 completed surveys

• Members of Leaders Club (loyalty program) and Non-members

• Guests from 95 countries

The Leading Hotels of the World Manager Survey, April 2009

• 211 completed surveys

Market Metrix Hospitality Index (MMHI )

• #1 hospitality benchmark

database in the world


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travelers who say they will reduce

their travel in the coming year.

Companies are canceling

meetings and conferences to

avoid any whiff of extravagance

that may trigger the government’s

ire. Also called "the AIG Effect"

(named for the insurance company

that made headlines last fall for spending on a lavish spa retreat after receiving federal

bailout funds), companies are shifting travel down-market or eliminating it altogether.

Independent hotels are suffering less from "the AIG Effect" because they are not associated

with the big name, big chain brands.

Why is business travel suffering more? After all, leisure travelers tend to be more sensitive to

worsening economic conditions than business travelers. Beyond the AIG effect, the difference

in behavior may be rooted in the importance placed on travel. The overwhelming majority of

leisure travelers (90%) say leisure travel is important to them and may delay or cancel other

leisure activities before canceling or delaying travel in 2009. Conversely, the majority of

business travelers surveyed said their company has changed travel policies to reduce travel

expenditure. For example, executives are pushing alternatives to face-to-face meetings,

including phone- and Web-conferencing.

All geographies are not created equal | Conclusion 2

Overall, 42% of global

respondents said they've

canceled or changed a trip to

reduce costs. These results,

however, vary widely by region.

Travelers from the Middle East

and Africa appear to be the

most affected by the economy

while persons traveling from

European countries report fewer

cancelations and changes to

their itineraries. Although these

results describe the patterns of

persons living in these areas (not

traveling to these areas), local

markets are important revenue

sources for hotels.

Overall, 42% of global respondents said they've canceled or changed a

trip to reduce costs, but the results vary widely by region.

“The overwhelming majority of leisure travelers

(90%) say leisure travel is important to them and

may delay or cancel other leisure activities before

canceling or delaying travel in 2009.”


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By country, about half of all American and Canadian travelers report altering their travel

plans. But in Europe, travelers from many countries (e.g., Spain, Germany, Sweden,

Switzerland, Austria, Netherlands) seem to be less affected and report fewer modifications to

their travel patterns. One likely explanation is that the social safety net in many European

countries has softened the blow and helped leisure travelers preserve their prized holidays.

Use of the internet is growing fastest

among luxury hotel guests | Conclusion 3

The travel media continue to have a big influence on our choice of

vacations. Nearly one-third of all travelers say they turn to a

travel/lifestyle magazine, newspaper or travel TV show to find a

new leisure travel destination. Media coverage not only contributes

to direct bookings, it also adds to the buzz about destinations. The

importance of word-of-mouth communications is rapidly growing

and critical for hotels to attract and maintain business. Nearly 30%

of all luxury guests are inspired to choose a travel destination from

friends’ recommendations and another 20% search the web for

holiday ideas.

Although 51% of U.S. respondents claim to be canceling or changing trips, no more than 23% of consumers in any European country said they've canceled or changed a trip to reduce costs.

Guests from 95 countries

completed surveys for this study.


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The role of user-generated reviews is exploding. Nearly 8 of 10 respondents said they

have read user-generated reviews online, and 1 in 3 has posted a review after their stay.

These rates of usage among luxury guests are higher than industry averages.

This reliance on reviews among luxury guests is significant. Word-of-mouth adds a layer of

credibility and is more effective than other more formal forms of promotion. With an

increasing number of user-generated reviews and people reading and acting on them, the

impact of guest satisfaction and dissatisfaction is multiplied and has a quicker economic

impact.

As a result, more managers are focusing on the guest experience and engaging customers on

that experience before the guest speaks to the world. Many hotels now monitor the buzz on

their hotel and respond on the website (if permitted) or directly to the guest.

More luxury guests read reviews prior to booking compared to guests in other hotel segments.

Nearly one-third of all travelers say they turn to a travel/lifestyle magazine, newspaper or travel TV show to find a new leisure travel destination.


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More luxury hotel guests are booking online. For making hotel reservations, all segments have

increased their use of the internet, but luxury hotel guests have shown the biggest jump in

usage over the past two years. Luxury hotel websites have improved their navigation, design,

usefulness of information, ease of booking and other critical components of the online

experience.

Percent Booked on Internet

2006 vs 2008

Economy + 4.8%

Midscale w/ F&B + 3.5%

Luxury + 8.2%

Casino + 3.1%

The ability to secure lower rates closer to departure date has also fueled the popularity of

online booking. Although the industry would like reservations further in advance, people are

prepared to wait for the late deals. Travelers are still determined to take a holiday, but not

willing to commit six months ahead.

Because luxury travelers are increasingly using the internet to book hotel reservations, the

online interface is becoming a more important part of the overall experience. The quality of

the experience with the website can influence customers’ decision making, ultimately

reinforcing loyalty or losing customers for the brand.

The luxury guest is changing | Conclusion 4

Less pampering, more entertainment. The current economic climate is not only impacting

spending patterns, it is also affecting the type of experience travelers are seeking. Luxury

hotels known for pampering guests are now in less demand than hotels that will deliver an

enriched experience. In 2007 the guest experience that was most sought after among luxury

hotel guests was to feel “Pampered.” But in 2008, feeling pampered was not a priority for

luxury guests and instead, feeling “Entertained”, “Excited” and “Inspired” were the most

sought after experiences at luxury hotels.

Luxury hotels with high loyalty excel in delivering these emotions:

2007 2008-2009

1. Pampered 1. Entertained

2. Entertained 2. Excited

3. Inspired 3. Inspired

A variety of new trends demonstrate the changing face of the luxury traveler. From

transformational travel to kids clubs, the focus is on enriching the guest experience. The up-


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and-coming markets for educational tourism and adventure travel focus on our desire for

“personal growth”. These trends have intensified as hoteliers recognize their marketing value.

Another luxury travel trend is that women are traveling alone or with female companions

(sisters, mothers, best friends) in record numbers. According to our research female-friendly

offerings and getaways will multiply and the most successful will target special interests

(women and wine, adventure women, surfing women, women’s golf, wellness retreats, etc.).

The luxury travelers in this study would prefer a local gift rather than any other turndown item

or service. This could be seen as part of a broader trend - that luxury travelers want

authentic experiences. Baby boomers, in particular, have the time, savings and desire for

intercultural pursuits, such as shopping at local markets for groceries, having a coffee at the

neighborhood café or practicing their foreign language skills at the dry cleaner.

How will luxury guests cut back? Many respondents indicated that they may reduce their

travel experiences in the coming year. But how will luxury guests cut back? About half of the

luxury travelers polled said they would reduce their expenses by making fewer or shorter

trips, travel shorter distances or change destinations entirely. But far fewer said they would

downgrade to economy class flights (15%) or downgrade from five-star hotels (15%). This is

certainly good news for the airline and hotel industries. Luxury travelers would rather change

their destination or itinerary before downgrading their airline or hotel accommodation. And

nearly one-fifth of travelers will not make any changes at all to their current travel plans or

spending.


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Hotels are protecting the guest experience and ADR | Conclusion 5 It is well documented that staff failures have the biggest negative impact on guest loyalty. In

fact, a poor service experience explains why 68% of customers shift brands.

The Leading Hotels of the World Guest Survey, April 2009 Respondent Profile Leaders Club Members

Average Age: 49

Average Annual Household Income: $513,679

Gender: 64% male, 34% female

More people would prefer to stay home rather than downgrade from a five-star hotel.


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As budgets get tighter and tighter, labor costs become likely targets for cutting. But

according to results of this study, hotel managers are trying to avoid staff reductions. Here

are comments from hotel managers about cutting their budgets:

We are reducing work time and salaries to cut payroll – not cutting staff.

Less spending on light, heat and power.

We are placing the work force more effectively, not just firing staff.

We are very, very careful to not cut front-of house staff, only back office.

We are not cutting staff, but adjusting staffing levels to demand.

Reducing costs that do not affect the quality of our service.

Negotiate with suppliers.

More than cutting, we are optimizing every spent dollar.

According to the hotel managers polled for this study, most are likely to reduce their budgets

in four areas: staffing, advertising, capital expenditures, and business travel for employees.

In hospitality, staff failures have the biggest negative impact on guest loyalty.


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When hotels are forced to reduce staffing, restaurants and housekeeping are the most likely

targets. With lower occupancies, employees can be proportionately reduced without affecting

the overall level of service delivery.

Food and beverage services have less of an impact on the hotel experience of most guests.

Initial hotel budget cuts will focus equally on staff, advertising, capital expenditures and travel for employees


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Although rates among luxury hotels have fallen sharply in the past several months, historically,

luxury hotels have maintained significant price strength. This underlying price strength is due,

in part, to a positive supply and demand situation and may help rates recover as the economy

improves. There are not many luxury hotels and the number of guests able to afford luxury

accommodations has risen dramatically in the past few years. This positive relationship will

continue as long as the number of new luxury properties does not grow faster than the number

of persons willing to pay their premium prices. While the luxury segment represents only a

relatively minor percentage of the total guestrooms globally, they're a much greater factor in

the revenue arena.

Summary

This research indicates that the majority of luxury travelers will resume much of their travel

spending but will alter their travel destination or itinerary to reduce spending.

The impact on business travel is less certain. The “AIG effect” will tone down lavish business

events. Traditionally, businesses cut back on luxury travel spending in tough times. Now there

are image concerns as well. That said, instead of canceling events and business dinners, some

companies are revamping the way they plan them. This study confirms this new mood.

Luxury may be going through some re-definition, at least temporarily and in certain segments.

For many travelers today, "entertaining” has replaced "pampered" as the buzzword in luxury

accommodation. A wave of new “personal growth” trends demonstrates the rapidly changing

face of the luxury traveler.

Only after trying other options to attract business will hotels reduce their rates.


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What should a luxury hotelier do?

Careful pricing. Slashing prices as a reaction to the recession is never good for business in the

long run, and could also erode brand image. Bundled packaging and promotions are great

temporary salves which provide bargains but signal the special and temporary nature of the

offerings.

Focus on core/signature services and service recovery. Hoteliers need to take an

aggressive approach to keep paying customers happy. Market share is more important than

ever in a downturn, as changes that occur during downtimes can stick after a recovery.

During more frugal times, that means holding the line on extra fees and complimentary

services and amenities. But maintaining investments in service recovery and loyalty programs

can go a long way to mitigating negative effects of reduced amenities. Improved service

levels can also produce cost effective results. This means providing incentives and strong staff

leadership for consistently delivering exceptional service.

Of course budget cuts will put your service levels at risk. If your service standards aren’t met,

engage the guest with fast, complete and personal service recovery. Through outreach to a

dissatisfied guest, you on average improve that guest’s likelihood to recommend and return up

to 15%.

Narrow your marketing focus. This study shows that marketing budgets will inevitably be cut.

Your efforts should therefore be more focused on the areas most likely to pay off in a down-

turn. Target those guest segments that are still most likely to travel and pay a premium for the

luxury experience. If there is a unique aspect of the experience that can be used as the

anchor for more focused marketing, utilize that premium experience element in conjunction (if

necessary) with special offers and bundled packaging.

Marketing to your previous guests and loyalty club members with special offers is a great

way to reinforce the special bond you have.

Plan for recovery. Coming out of the recession with your reputation in tact is essential. If you

have achieved this, it will soon be time to recover business in areas that were most damaged

and to nurture new clientele and segments that may have found you through promotions or

other means.

The risk that the corporate business travel buyer permanently down-grades his travel policies

to four-star or lower is real. Luxury’s reputation for added fees and costs, along with the AIG

effect will mean that luxury hoteliers that wish to regain corporate business travel may have

to be creative in bundling and pricing to recapture this business.

Luxury travelers of all types value the uniqueness of their travel experience. Finding authentic

experiences only becomes more difficult in the future. Returning to the basics of great service


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and personalized experiences will in the end put the luxury hotelier with the right product

back on track.

Market Metrix Americas - World Headquarters Voice: 800.239.7515 or (1) 415.721.1300 Fax: (1) 415.721.1314 Email: [email protected] Address: 990 A Street, Suite 301, San Rafael, CA 94901 Europe, Middle East, Africa Voice: +33 (0)9 74 53 33 20 Email: [email protected] Asia Voice: (852) 3693.1442 Email: [email protected]

The Leading Hotels of the World Headquarters 99 Park Avenue New York, NY 10016 Telephone: (212) 515-5600 Facsimile: (212) 515-5635 Website www.lhw.com Contacts Ani Zerounian Director of Public Relations Tel: (212) 515 5782 E-mail: [email protected] Claudia Kozma Kaplan Senior Vice President, Marketing & Communications Tel: (212) 515 5708 E-mail: [email protected]

mailto:[email protected]


http://www.lhw.com/



luxury hotels and recession: a view from around the world

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